SkyView: Deeper insights from a set top box panel

Two major issues facing television audience research are the requirement to measure fragmented audiences accurately and the demand for measures of return on investment.

SkyView: deeper insights from a set top box panel

Julian DobinsonBSkyB, United Kingdom

INTRODUCTION

Since the first digital set top boxes were launched there has been the possibility of using them to collect data. They have memory and there is a return path....